Uzumaki by Junji Ito is my favourite manga of all time and is the inspiration for this brand identity. I am forever in awe of how Ito took something so mundane – a geometric shape – and transformed it something terrifying. So, I thought, how could I take the concept of something so utterly unremarkable and make it into something bigger? Uzumaki – which means “spiral” in Japanese – evokes ideas of evolution and perpetual cycles. I envisioned an experimental restaurant that sought to evolve cuisine by bridging Japanese and Western flavours. Cuisine so enticingly unique and delicious that customers are compelled to come back in a never-ending loop of superb dining. I wanted the brand to have an air of mystery with the heavy use of black and strong contrasts – something that demands attention and would have customers “spiralling” to learn more.
